Advertising to Minors in the new Regulatory environment

Google will be expanding safeguards to prevent age-sensitive ad categories from being shown to teens

Facebook announced recently its decision to limit targeted advertising

to users under 18.

The impending new regulations will result in Ad targeting based on the age, gender, and interests of people under 18 being blocked and impact YouTube, Facebook and Instagram among the other digital media properties. These changes will begin to roll out globally over the coming months with the goal of ensuring that they are delivering age-appropriate experiences for ads.

In this scenario youth based advertising will have to rely on organic engagement to build the reach. The requirement for cutting edge and engaging content becomes so much more important.

Here are a few tips to reach the youth in the new environment.

Amplify the content.

Quality content is route for greater reach. The key to this content has to be greater story telling and less selling. Through the content befriend the youth, and keep on conversing with them regularly

Brands to invest in building the quality content but and not hold it on their owned channels, but also amplify it through organic and inorganic routes. The role of social media and native advertising starts playing a role in content distribution.

Gamify

Consider a gamified approach through the content and build engagement. Solicit engagement by asking them to like, comment, upload photos with a options to win. This will also build the viral approach among the youth and friends are connected on the social media.

Considering many youth followers tend to cluster, the gamified approach will organically be amplified to a larger target audience.

Utilise share campaigns.

Creating a youth-based share campaign, you create an opportunity for audiences to engage with your message by saying, doing or sharing. Think Ice Bucket Challenge but for kids, with a catchy, unique hashtag.

Leverage Influencers

Leverage the power of the influencer and the reach they have among the younger audience. Influencer relationships are complicated, not all are same some require monetary incentives, others first access to the product …